MOFILMhttp://www.adweek.com/taxonomy/term/16373/all
enAd of the Day: Two Friends Rampage Through Games in PlayStation's Salute to Friendly Competitionhttp://www.adweek.com/news/advertising-branding/ad-day-two-friends-rampage-through-games-playstations-salute-friendly-competition-160948
Gabriel Beltrone<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/playstation-friendly-hed-2014.png"> <p>
The great thing about video games is you can do all kinds of cool, crazy, dangerous and impossible things without actually having to do them.</p>
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Instead, you just sit on your couch with your buddy pretending that NBA star Kevin Durant is on your basketball team, or that you&#39;re a capable rock climber and base jumper, or you are racing an all-terrain-vehicle past some kind of very angry elephant, or you are on some distant desert planet having a Star Wars style laser fight with a bunch of robots.</p>
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So continues PlayStation&#39;s &quot;Greatness Awaits&quot; campaign, which has previously shown a man in a purple suit <a href="http://www.adweek.com/adfreak/greatness-awaits-bbhs-grand-launch-spot-playstation-4-150214">waxing philosophical</a> before diving into a battle royal; other men trying to kill each other with medieval weapons while <a href="http://www.adweek.com/adfreak/lou-reed-helps-sony-have-perfect-day-playstation-4-153160">singing Lou Reed&#39;s &quot;Perfect Day&quot;;</a> and an oil painter <a href="http://www.adweek.com/news/advertising-branding/how-oil-painting-two-centuries-old-inspired-playstations-latest-salute-gamers-159996">recreating &quot;Washington Crossing the Delaware&quot;</a> with a relatively famous gamer and in-game heroes as the characters.<br />
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Sony created the new ad, &quot;Friendly Competition,&quot; with the help of creative crowd-sourcing company MOFILM (also behind such charming commercials as <a href="http://www.adweek.com/news/advertising-branding/ad-day-cute-quirky-chevy-commercial-oscars-was-made-4000-156071">Chevy&#39;s low-budget Oscar flick).</a> Hollywood producer Jon Landau, whose credits include Titanic and Avatar, executive produced the new spot, which certainly delivers plenty of epic special effects (created with L.A.-and-Vancouver-based Zoic Studios).</p>
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And that&#39;s important. Without the flashy explosions, you might realize you won&#39;t actually find yourself riding a land speeder a long time ago in a galaxy far far away, and that really would ruin all the fun.</p>
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<strong>CREDITS</strong><br />
Client: PlayStation<br />
Agency: MOFILM<br />
Executive Producer: Jon Landau<br />
Executive Agency Producer: Kristen Roland<br />
Executive Creative Director: Tim Roper<br />
CEO: Jeffrey Merrihue<br />
Senior Account Director: Gabriela Merrihue<br />
Account Director: Carter Hahn<br />
VFX Company: Zoic Studios<br />
VFX CCO: Chris Jones<br />
Head of Broadcast Production: Ian Unterreiner<br />
Executive Producer: Matt Thunell<br />
VFX Producer: Nate Occhipinti<br />
Editor: Dmitri Gueer<br />
Production Company: Don&rsquo;t Panic Productions<br />
Producer: Melissa Panzer<br />
Director: Jonathan Barenboim<br />
Writer: Michael Zunic<br />
Audio House: Eleven Studios<br />
Sound Design: Henry Boy<br />
Color: Dave Hussey @ CO3<br />
Media Buying Agency: Carat</p>
Advertising & BrandingAd of The DayGamingMOFILMPlaystationCreativeGabriel BeltroneThu, 23 Oct 2014 15:37:40 +0000160948 at http://www.adweek.comAd of the Day: Cute, Quirky Chevy Commercial on the Oscars Was Made for $4,000http://www.adweek.com/news/advertising-branding/ad-day-cute-quirky-chevy-commercial-oscars-was-made-4000-156071
David Gianatasio<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/chevy-mofilm-hed-2014.jpg"> <p>
Imagination and ingenuity can drive you almost anywhere&mdash;even to the Academy Awards telecast.</p>
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So learned Jude Chun, a South Korean independent filmmaker whose delightful minute-long winning entry in Chevrolet and Mofilm&#39;s international Oscars competition aired during Sunday night&#39;s gala on ABC.</p>
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The film-within-a-film, created with co-directors Eunhae Cho and Sunyoung Hwang, shows some imaginative kids making a movie of their own, called &quot;Speed Chaser.&quot; Chevy&#39;s 2014 Cruze is prominently featured, in both life-size and toy-model versions.</p>
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&quot;We started from the fact that our target audience was watching the Oscars telecast, and we wanted to make something that celebrated the magic of movies,&quot; Chun tells Adweek.</p>
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The clip, chosen from among 72 entries, is part of the automaker&#39;s &quot;Find New Roads&quot; campaign, a mantra Chun says also captures the essence of filmmaking. &quot;A budget of 100 millions of dollars might help, but it&#39;s really imagination, creativity and passion that get movies made,&quot; he says.</p>
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The film&#39;s authenticity and heart stem from Chun&#39;s youthful DIY experiments in moviemaking. &quot;When I was in high school, I used to make videos with my friends,&quot; he says. &quot;Just silly stuff like Matrix parodies. We used office chairs as dollies, lamp stands as lighting. I used to hook up two VHS players to a TV, and press play/record/rewind to edit my movies.&quot;</p>
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Chun&#39;s winning Chevy effort was also a low-budget affair. &quot;&#39;Speed Chaser&#39; was shot in a field near Hwaseong City, Korea,&quot; he says. &quot;We had one day of principal photography, and a half day for pickups. Our total budget was about $4,000.&quot; Still, the performers got as intense as the cast of a Hollywood blockbuster. &quot;Our little actress [Jungwon Lee] was so method that once she started crying, she couldn&#39;t stop. Luckily, she nailed it in one take!&quot; says Chun.</p>
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As branded content, the film succeeds thanks to its whimsical, soft-sell approach. The Cruze gets a lot of screen time, but that works in the context of the story and never feels intrusive. Best of all, the concept isn&#39;t forced, because imagination and creative thinking really can accelerate meaningful endeavors in art and commerce, from designing automobiles to making movies and commercials.</p>
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Plus, the kids&#39; low-tech soundtrack choice is awesome. More car commercials should give kazoos a try.</p>
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<iframe allowfullscreen="" frameborder="0" height="367" src="//www.youtube.com/embed/g9EU1Fw-D2s?rel=0" width="652"></iframe></p>
Advertising & BrandingAutomotiveAd of The DayChevroletMOFILMOscarsDavid GianatasioAgencyMon, 03 Mar 2014 19:45:49 +0000156071 at http://www.adweek.comCoca-Cola's 'Smile Back' Video: Cute or Kind of Creepy?http://www.adweek.com/adfreak/coca-colas-smile-back-video-cute-or-kind-creepy-151334
Tim Nudd<img src="http://www.adweek.com/files/imagecache/node-detail/blogs/coca-cola-smile-back-hed-2013.jpg"> <p>
Coca-Cola&#39;s new &quot;Smile Back&quot; out-of-home stunt (scroll down to see it) is cute and nicely done, and everyone everywhere will love it. But let&#39;s overthink it for a moment.</p>
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Coke is famously skilled at being able to &quot;Open happiness,&quot; as its slogan goes, through innovative real-world stunts. These have ranged from <a href="http://www.adweek.com/adfreak/magical-coke-machine-dispenses-happiness-13182">overly generous vending machines</a> to <a href="http://www.adweek.com/adfreak/coca-colas-new-can-splits-half-so-you-can-really-share-happiness-149906">splittable cans</a> and <a href="http://www.adweek.com/adfreak/australians-getting-their-names-coke-bottles-and-cans-135519">personalized bottles.</a> The typical transaction is that Coke gives you something of obvious value&mdash;a free drink or a fun, surprising experience&mdash;and that thing makes you happy, sometimes infectiously so. That&#39;s an honest interaction. This new stunt, though&mdash;produced and crowdsourced with Victors &amp; Spoils and MOFILM&mdash;is different. As the company explains in the YouTube description:</p>
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&quot;Coca-Cola sent our people all over the world, from Jamaica to the United Kingdom to Pakistan and more, to simply smile at strangers&mdash;to see who would smile back. As we passed others on the street, on the bus or in the park, we gave a smile, held up smiley face posters or did a silly dance with a grin on our faces, all to prompt a little friendliness in the mundane. When someone smiled back, they received a free Coke or some other fun prize: everything from sunglasses to hats to bicycles.&quot;</p>
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So, instead of a product, first you get a smile&mdash;from someone who, regardless of how awesome they may seem, has been paid to smile at you. (This is sometimes called a <a href="http://bit.ly/14noB6e" target="_blank">Professional Smile,</a> and is clearly of dubious value.) Then, you must respond positively to this pretend display of affection (bribe) to get the reward that you previously got for free. The transaction has changed&mdash;it&#39;s backwards. You agree to be made happy by something false in order to have the chance to be made happy by something true. (You might get punched in the nose, actually, if you tried this in New York City.)</p>
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That distinction may sound like B.S., but you can sense the difference. It&#39;s why Coke&#39;s <a href="http://www.youtube.com/watch?v=auNSrt-QOhw" target="_blank">security-camera spot</a> was so good&mdash;it captured moments that couldn&#39;t have been more genuine. And it&#39;s why the &quot;Smile Back&quot; video (and the earlier <a href="http://gizmodo.com/5900632/this-huggable-vending-machine-will-never-love-you" target="_blank">huggable vending machine</a> from Singapore, which had similar problems involving misplaced affection) feels more manufactured. For all the happiness on display here&mdash;and yes, not all of it is bogus&mdash;the spot lacks the purity of concept that makes the best Coke work sing.</p>
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Happiness is infectious, but this stunt might not leave everyone smiling.</p>
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Advertising & BrandingFood & BeverageCoca-ColaMOFILMOut Of HomeSodaTim NuddCreativeAgencyFri, 19 Jul 2013 18:40:02 +0000151334 at http://www.adweek.com